Study On Competitive Strategy Of Philips Healthcare's DR Business In China

With rapid development of computer and communication technology, the application of digital imaging in medicine becomes universal. To adapt to the digital imaging process, hospitals need new digital equipment. Since radiography is the most important inspection means in hospital, Digital Radiography (DR) must be the first-come equipment in all of the digital equipments. Philips Healthcare is the first international manufacturer that engaged DR R&D. In this area Philips Healthcare has a leading position.Firstly, the thesis summarized the development stages and pointed out the challenges of Philips Healthcare's DR business in China.Secondly, the thesis analysed all the related factors of Philips Healthcare's DR business in China, including macro environment, industry structure, competitors and internal environment. All the analysises were performed according to the means and tools of competitive strategy.Thirdly, the thesis found out the strengths, weaknesses, opportunities, and threats of Philips Healthcare's DR business in China. After a Comprehensive Strengths-Weaknesses-Opportunities-Threats (SWOT) analysis, the thesis determined one competitive strategy namely Differentiation from the three types generic strategies.Finally, Practical proposals to the competitive implementation of Differentiation were made out that covered a broad range of business aspects - from product to marketing to human resources. In additional, the thesis also proposed some measures that aimed at controlling the predictable risks.The thesis revealed the reasons for the achievements of Philips Healthcare's DR business in china by study on its development. To manufacturers of large importers of medical equipment, lessons worth learning from Philips Healthcare's DR Business.